INSECURITY ON DISPLAY

ClientNORWEGIAN RED CROSS
Category D01. Social for Mobile
TitleINSECURITY ON DISPLAY
Product/ServiceKORS PÅ HALSEN
Entrant TRY Oslo, NORWAY
Idea Creation TRY Oslo, NORWAY
Media Placement T/A OPT Oslo, NORWAY
Production TRY Oslo, NORWAY
Credits
Name Company Position
Thea Bjørndal Iversen TRY Creative
Anette Bellika Finnanger TRY Creative
Trine Hox TRY Account Manager
Erikha Harket TRY Account Director
Dennis Magnus-Andersen TRY Designer
Nils Wogsted APT Developer
Jessica Paine-Tornes APT Producer
Pål Schultz T/A OPT Social Media Manager
Gunnar Stensaker T/A OPT Operations Manager

The Campaign

Norwegian teens live their lives through their smartphones. If you could get a hold of a teenagers phone, you would be able to learn almost everything about them. Who they text, what they google, what pictures they take, and what they delete. It’s where they are at their most private, and also where they create their public figure. To reach teenagers with serious content, we made stories relating to different teenage issues, and then told them entirely through showing interactions on a struggling teenagers smartphone. The films were posted on Facebook, and filled up your mobile screen as you watched them, making it feel like you were looking at someone elses private phone.

Creative Execution

The campaign launched on 27.02.17 with a film about sexual orientation, followed by a film about body issues 08.03.17, and on 12.06.17 a film about loneliness were posted. All three films were posted as sponsored Facebook posts and organic on the norwegian Red Cross’ Facebook page.

On Facebook, we reached 73% of our target group (consisting of 140k Facebook users). 63% of the users we reached, engaged in the posts and spread it onto an additional 333K impressions. Red Cross achieved a 145% increase in number of users of their 'Kors På Halsen' service. That is an all time high. After the campaign was over, Red Cross had to engage more volunteers as they were not able to meet all the inquiries.

The main target audience was all Norwegian boys between 13 and 17 years old. With limited budgets, and a specific target group, the strategy was to reach all of them on Facebook and create a campaign with relevant content the target group could help spread on its own. Every detail of the stories, the use of slang, the speed, and how the interfaces we designed were discussed with relevant focus groups to make sure they was perceived as authentic to the target group. Our approach was to communicate with the target group in a language they can relate to and that feels realistic to them, and not like grown-ups talking to kids.